MBA 706 KIM EXAM 1 ACTUAL EXAM
PAPER 2026 QUESTIONS AND ANSWERS
GRADED A
⩥ Power shift to customers. Answer: Customers have more control due
to access to information and ability to comparison shop
⩥ Massive increase in product selection. Answer: Vast variety of goods
and services available, exposing marketers to global competition
⩥ Audience and media fragmentation. Answer: Media audiences split
due to numerous choices and limited time for each medium
⩥ Changing value propositions. Answer: Customers prioritize
convenience and affordability in commoditized markets
⩥ Shift in demand patterns. Answer: Technology changes can alter
customer preferences in certain industries
⩥ Privacy, security, and ethical concerns. Answer: Marketers must
address online and offline security and privacy issues
, ⩥ Unclear legal jurisdiction. Answer: Confusion over legal jurisdiction
in multinational business operations
⩥ Marketing (2005 AMA definition). Answer: Process of creating,
communicating, and delivering value to customers
⩥ Marketing (2007 AMA definition). Answer: Activity for creating,
communicating, and exchanging offerings with value
⩥ Goods. Answer: Tangible items like canned food and fighter jets
⩥ Services. Answer: Intangible acts or deeds directed towards people or
possessions
⩥ Ideas. Answer: Promoting benefits for customers, like charitable
organizations
⩥ Information. Answer: Websites, publishers, and organizations
providing knowledge
⩥ Digital products. Answer: Software, music, and movies susceptible to
piracy
PAPER 2026 QUESTIONS AND ANSWERS
GRADED A
⩥ Power shift to customers. Answer: Customers have more control due
to access to information and ability to comparison shop
⩥ Massive increase in product selection. Answer: Vast variety of goods
and services available, exposing marketers to global competition
⩥ Audience and media fragmentation. Answer: Media audiences split
due to numerous choices and limited time for each medium
⩥ Changing value propositions. Answer: Customers prioritize
convenience and affordability in commoditized markets
⩥ Shift in demand patterns. Answer: Technology changes can alter
customer preferences in certain industries
⩥ Privacy, security, and ethical concerns. Answer: Marketers must
address online and offline security and privacy issues
, ⩥ Unclear legal jurisdiction. Answer: Confusion over legal jurisdiction
in multinational business operations
⩥ Marketing (2005 AMA definition). Answer: Process of creating,
communicating, and delivering value to customers
⩥ Marketing (2007 AMA definition). Answer: Activity for creating,
communicating, and exchanging offerings with value
⩥ Goods. Answer: Tangible items like canned food and fighter jets
⩥ Services. Answer: Intangible acts or deeds directed towards people or
possessions
⩥ Ideas. Answer: Promoting benefits for customers, like charitable
organizations
⩥ Information. Answer: Websites, publishers, and organizations
providing knowledge
⩥ Digital products. Answer: Software, music, and movies susceptible to
piracy
